Page 78 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Customer Survey Design, Administration, and Analysis 59

3. Greater complexity: Because of the direct interaction between the
interviewer and respondents, complex questions can be asked and
further explained if necessary.
4. Shorter time to finish the survey

The disadvantages of the in-person interview include following:
1. High cost: In-person interviews can be very costly due to work force
requirements, travel expenses, interviewer training, and so on.
2. Interviewer bias: The interviewer may subconsciously introduce
personal bias and affect respondents’ choices in answering questions.
3. Greater stress: The interviewing process is usually very stressful for
both the interviewer and respondent.

Telephone Surveys

The telephone survey is a method of collecting information through
telephone interviews between a trained interviewer and respondents.

The advantages of the telephone survey include the following:
1. Rapid response: The telephone interview usually gets results more
quickly than that of in-person interviews and mail-out surveys.
2. Lower cost: The cost of a telephone survey is usually much less than that
of an in-person interview, and it can be less costly than a mail-out survey.
3. Privacy: The respondents’ privacy is better preserved than with in-
person interviews.

The disadvantages of the telephone survey include the following:
1. Less control: The interviewer has less control in the interview process
than the interviewer of an in-person interview since the respondent
can hang up the phone easily.
2. Stress: Like telemarketing, receiving a stranger’s call may be very
annoying for many respondents.
3. Lack of visual material: A telephone interview cannot use visual aids,
such as maps, charts, and pictures to explain the survey questions.

Other Methods Used to Gather Information
Besides customer surveys, there are several other methods that can be used
to gather customer information. These methods include secondary research,
direct measurement, and direct involvement.